Americas
Tag Heuer stays on track with Race of Champions
Swiss luxury watch brand Tag Heuer has renewed its partnership with the Race of Champions for the motor racing event’s 2014 edition, extending its association to a 10th year.
Banco do Brasil invests in Sauber after Nasr signing
The Sauber Formula One motor racing team has signed a partnership with financial institution Banco do Brasil for 2015 following confirmation that Brazilian rookie Felipe Nasr will be part of its driver line-up next season.
San Jose Earthquakes strike Stanford Health Care partnership
US-based Stanford Health Care has extended and expanded its partnership with Major League Soccer’s San Jose Earthquakes.
JetBlue signs up with Barclays Center franchises
New York-based airline JetBlue Airways has signed a multi-faceted partnership with NBA basketball team Brooklyn Nets, NHL ice hockey franchise New York Islanders and the Barclays Center arena.
Florida Hospital joins Daytona Rising project
Healthcare institution Florida Hospital has signed a multi-year deal to become the second founding partner of US motor-racing venue Daytona International Speedway.
Huawei connects to Brazilian market with Santos deal
Chinese telecommunications company Huawei has further expanded its football portfolio after entering into a shirt sponsorship deal with Campeonato Brasileiro Serie A team Santos.
Vizio sounds out Fiesta Bowl title sponsorship
US smart TV and sound bar company Vizio has struck a deal to become the title sponsor of the 2014 Fiesta Bowl collegiate American football game.
Kia extends NBA partnership
The National Basketball Association (NBA) has unveiled a multi-year extension of a partnership with automotive manufacturer Kia Motors America.
Trail Blazers expand Kuni Lexus partnership
The NBA’s Portland Trail Blazers franchise has agreed a new multi-year deal with carmaker Kuni Lexus.
ZTE nets trio of NBA partners
Chinese smartphone manufacturer ZTE has agreed a deal to become an official sponsor of NBA basketball teams New York Knicks, Houston Rockets and Golden State Warriors for the 2014-15 season.
Nivea Men signs up to support inaugural FXFL
Male grooming company Nivea Men has agreed a deal to become the presenting sponsor of the new Fall Experimental Football League (FXFL) American football development competition.
NBA banks BBVA renewal
Spanish banking group BBVA has signed a multi-year extension to its marketing partnership with the National Basketball Association.
Huawei Spain: Brand recognition focus of Atlético deal
Chinese telecommunications company Huawei aims to use football sponsorship to increase brand awareness and drive sales in the Spanish market.
Huawei enters US sports market with Redskins tie-up
Chinese telecommunications company Huawei has concluded its first major sports sponsorship deal in the US by agreeing a multi-year partnership with NFL American football team the Washington Redskins.
AB InBev’s exit from MLS lets in Heineken USA
Beer brewer AB InBev chose to focus elsewhere after the asking price for its Major League Soccer (MLS) deal increased in renewal talks.
Capital One hits ESPN’s target for college football’s Orange Bowl
Financial services company Capital One has signed a deal to be the title sponsor of season-ending US college American football game, the Orange Bowl, part of the new College Football Playoff (CFP).
New York City FC and LA Galaxy bring in partners
New York City Football Club has entered into a partnership with the New York Presbyterian Hospital while Major League Soccer counterpart Los Angeles Galaxy has made luxury watchmaker Ritmo Mundo an official partner for the 2015 season.
FC Dallas retains healthy outlook with shirt sponsor extension
Texas-based health and wellness company AdvoCare has extended its shirt sponsorship deal with Major League Soccer team FC Dallas through 2020.